Connecting with Youth Culture Without Being Cringe: In this episode, our host (and C+R ECD) Tom Christmann speaks with Ben Harms, Chief Growth Officer at Archrival, a youth culture agency that's redefining how brands engage with young adults.Archrival, a youth culture agency based in Lincoln, Nebraska, with additional offices in Portland, Oregon and Los Angeles, California, is at the forefront of redefining cultural engagement for brands aiming to connect with younger audiences. With a roster of high-profile clients such as Adidas, Red Bull, and Spotify, Archrival leverages its deep understanding of youth culture to create authentic and memorable brand experiences. Through a blend of strategic thinking, creative innovation, and a rebellious spirit, Archrival not only navigates the complex landscape of modern marketing but also serves as a great example of how brands can genuinely engage with Gen Z and Gen Alpha, fostering brand love and loyalty while driving sales.